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A Case Study on Pitfalls in Branding of Boroline 硼砂品牌化陷阱案例分析
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-4666-7393-9.CH010
R. Padma, Pawan Sharma
{"title":"A Case Study on Pitfalls in Branding of Boroline","authors":"R. Padma, Pawan Sharma","doi":"10.4018/978-1-4666-7393-9.CH010","DOIUrl":"https://doi.org/10.4018/978-1-4666-7393-9.CH010","url":null,"abstract":"The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13.1 billion. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Skin care products are one of the key constituents of the FMCG sector. One of the major products under skin care products are antiseptic creams. In India, the market size of the antiseptic cream markets is approximately US$ 2.94 billion. The major players in the antiseptic cream industry are Betadine Cream, Boroline, Boroplus, Vicco Turmeric Cream, etc. With the growing market and many players, it becomes essential for every organization to retain the brand that it has set in the market. And every organization wants to take advantage the market and one such organization is Boroline.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"101 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116032121","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Role of Marketing Intelligence in Brand Positioning 营销情报在品牌定位中的作用
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7116-2.ch038
KanwalSupreet, SamaliaHarsh Vardhan, SinghGurparkash
{"title":"The Role of Marketing Intelligence in Brand Positioning","authors":"KanwalSupreet, SamaliaHarsh Vardhan, SinghGurparkash","doi":"10.4018/978-1-5225-7116-2.ch038","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch038","url":null,"abstract":"The presented study explains the role of Marketing Intelligence (MI) in the brand positioning of select consumer durable goods. This involves examining the usage and application of Marketing Information System (MkIS) by the various marketing professionals for formulating brand positioning strategies related to various consumer durable goods offered by their respective organizations. One of the aims of this study is to design a scale that examines the impact of MI on the identified brand positioning factors derived from the extensive review of literature and exploratory factor analysis. Survey method has been used to collect the responses of marketing professionals working in the select consumer durable companies. The principles of reliability, validity, and sensitivity in the design of scale have been applied to enhance the rigor of the scale thus developed. The study tries to advance the understanding of MkIS and MI research by investigating relationship among marketing intelligence and factors of brand positioning.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132042217","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
‘Cool', Brands and ‘Cool' Brands “酷”，品牌和“酷”品牌
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7116-2.ch008
H. Verma
{"title":"‘Cool', Brands and ‘Cool' Brands","authors":"H. Verma","doi":"10.4018/978-1-5225-7116-2.ch008","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch008","url":null,"abstract":"The term ‘cool' is widely used expression in popular culture. This word is prefixed liberally with anything including people, behavior, place and brands. Notwithstanding ambiguity about what it stands there is complete clarity that it certainly adds value. ‘Cool' in this perspective is precious resource which can be used in brand building. The authors' exploration into its genesis and meaning revealed interesting insights. The concept of ‘cool' finds mention in theological discourses of religions including Buddhism, Hinduism and Stoicism. However the modern ‘cool' originated during the time of slavery a coping mechanism of slaves which later drifted into popular mainstream as counter-culture with shades of rebellion. This study found four perspectives of ‘cool' as composure, paradox, good, and cheeky. These use these strands of ‘cool' are evident branding efforts of various companies that target the youth market.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132882826","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Copying, Branding, and the Ethical Implications of Rights in Immaterial Cultural Goods 非物质文化产品中权利的复制、品牌化和伦理含义
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7116-2.CH080
Ute Röschenthaler
{"title":"Copying, Branding, and the Ethical Implications of Rights in Immaterial Cultural Goods","authors":"Ute Röschenthaler","doi":"10.4018/978-1-5225-7116-2.CH080","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.CH080","url":null,"abstract":"Laws and regulations are important instruments for governing the relationships between people. In recent years, however, scholars have noted a growing judicialization, which concerns particularly immaterial cultural goods that are turned into intellectual and cultural properties. This chapter explores the implications of these regulations for the different actors involved, their moral responsibility and economic practices in the domains of branding and copying with examples of immaterial cultural goods from different African countries and from Austria. It argues that legal regulations that govern the use of immaterial cultural goods form part of the capitalist system. These regulations may be good for some and a hindrance for others. Piracy might damage the investments of an entrepreneur or artist in a brand or art work but might also help to secure the livelihood of other people and enhance the renown of products. Hence, it is important to analyze the perspectives and interests of individuals that are related to these economically important and ethically relevant activities.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132385210","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Evaluating the Brand With Radical Transparency 以完全透明的方式评估品牌
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7116-2.CH006
E. Veselinova, Marija Gogova Samonikov
{"title":"Evaluating the Brand With Radical Transparency","authors":"E. Veselinova, Marija Gogova Samonikov","doi":"10.4018/978-1-5225-7116-2.CH006","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.CH006","url":null,"abstract":"The justification of all the theoretical knowledge in this book is verified through the evaluation of the brand, which is analyzed in this chapter. Gradually, we fully complete the concept: from idea to evaluation of the brand. The valuation of the brand through radical transparency is elaborated through several variants: the brand equity as a measure of the value of the brand, financial approaches to valuation of brands, integration of finance and marketing through the “best practice” approach for brand evaluation and the brand value chain. Thus, we conclude the efforts for the understanding, application and assessment of the brand equity as a source of competitive advantage through the prism of radical transparency.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126793850","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Leveraging Reputation for Product Innovation Through Strategic Co-Branding 通过战略联合品牌利用产品创新的声誉
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-2921-7.CH014
C. Linder, Sonja Sperber
{"title":"Leveraging Reputation for Product Innovation Through Strategic Co-Branding","authors":"C. Linder, Sonja Sperber","doi":"10.4018/978-1-5225-2921-7.CH014","DOIUrl":"https://doi.org/10.4018/978-1-5225-2921-7.CH014","url":null,"abstract":"In this chapter, we describe how the cooperation between an original equipment manufacturer and the supplier possibly influences consumers' product perception. In particular, this chapter focuses on joint brand appearance of the product and explains under which conditions the reputation of an innovative supplier affects the decision-making of consumers. Building on ingredient branding literature, we develop a model explaining the effect of the appearance of the manufacturer and the supplier on the final product as cue, influencing the consumers' quality judgment. The chapter contributes to a new and ongoing discussion on the management and strategic potential of ingredient branding offerings, their potential application fields with regard to practical examples, as well as the associated limits and risks.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"46 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117171533","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Effect of City Brand Love on Tourist Based City Brand Equity 城市品牌喜爱对游客型城市品牌资产的影响
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7116-2.ch062
Elia Ardyan, Ari Susanti
{"title":"The Effect of City Brand Love on Tourist Based City Brand Equity","authors":"Elia Ardyan, Ari Susanti","doi":"10.4018/978-1-5225-7116-2.ch062","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch062","url":null,"abstract":"This article develops and tests a model through multi-sampling comparison by considering city brand attractiveness as antecedents of a memorable city brand experience. A memorable city brand experience is an antecedent of city brand love; and tourist-based city brand equity (TCBE) as a consequence of a memorable city brand experience and city brand love. This study examined 169 tourists who came to Jakarta and 200 tourists who came to Yogyakarta as respondents respectively. The analysis used in this study is the structural equation modeling (SEM) using AMOS 20 as the supporting equipment. The results of this study show similar results between samples of Jakarta and Yogyakarta in the components of the influence of city brand attractiveness on memorable city brand experience; memorable city brand experience on city brand love; and memorable city brand experience on city brand equity. Different result between the samples of Jakarta and Yogyakarta is shown in the component of the influence of city brand love on tourist based city brand equity.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128835892","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
The Bottled Water Market and Consumer Behavior 瓶装水市场与消费者行为
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/IJSEM.2018010104
Mustafe Pllana, Arbenita Qosa
{"title":"The Bottled Water Market and Consumer Behavior","authors":"Mustafe Pllana, Arbenita Qosa","doi":"10.4018/IJSEM.2018010104","DOIUrl":"https://doi.org/10.4018/IJSEM.2018010104","url":null,"abstract":"This article describes how packaged water consumption has risen sharply in the world over the past 30 years. It is the most dynamic sector of the food and drink industry. The growth of bottled water sales is the contribution of the marketing activities, promotion, and aggressive sales. Is there a difference between bottled water and tap water? Opinions are divided. Some are for bottled water, some for tap water. World consumption of bottled water in 2013 was 70,371.6 million gallons or more than consumption in 2008 for 6.2%. Kosovo is a small country with a small purchasing power. In recent years, Kosovo has increased the use of packaged water by the population, due to a lack of viable drinking water running to the water network, and also as a result of social changes and the mentality of people. This article will deal with Kosovo's market developments, consumer behavior and factors that affect the behavior of purchases.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116502357","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Marketing Strategies in Competitive Markets and Challenging Times 竞争市场和挑战时代的营销策略
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7116-2.CH015
Süphan Nasir
{"title":"Marketing Strategies in Competitive Markets and Challenging Times","authors":"Süphan Nasir","doi":"10.4018/978-1-5225-7116-2.CH015","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.CH015","url":null,"abstract":"The challenging times and competition pose a serious threat to the survival of enterprises. The main objective of this chapter is to discuss the marketing strategies that help enterprises to continue their financial health in challenging times such as during the period of recessions or in rapidly changing competitive markets. A framework of strategies, which may enable enterprises to sustain and thrive their profitability in challenging and competitive markets, is proposed based upon the strategies on which the literature has reached a broad consensus. The proposed marketing strategies for challenging and competitive markets include creating customer value, differentiation and innovation, finding alternative ways to price cut, emphasizing brand value, maintaining marketing and advertising, focusing on targeted marketing communication, reviewing and measuring marketing budget effectiveness, understanding marketplace, developing strategies based upon customer insight, becoming customer-centered, focusing on customer retention and loyalty, and re-evaluating and prioritizing customer segments.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"112 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131735105","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Los Angeles
Brand Culture and Identity Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7116-2.ch048
K. Smirnov, Gabriela Khowploum
{"title":"Los Angeles","authors":"K. Smirnov, Gabriela Khowploum","doi":"10.4018/978-1-5225-7116-2.ch048","DOIUrl":"https://doi.org/10.4018/978-1-5225-7116-2.ch048","url":null,"abstract":"During the Twentieth Century, Los Angeles experienced periods of both positive and negative city branding. Its gleaming midcentury optimism devolved into challenges such as the Rodney King riots. However, modern leadership has a renewed sense of optimism in the Los Angeles city brand that appears to rest on a more integrated and therefore more sustainable foundation. This chapter examines examples of this more integrated and diverse approach toward Los Angeles' city brand. Examples include major events, industrial development, and examinations of certain cultural and ethnic enclaves. It ends with a discussion of how the specific actions taken by Los Angeles can be translated into other cities and their unique assets.","PeriodicalId":379544,"journal":{"name":"Brand Culture and Identity","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132100873","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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